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Friday factory #8: Branding 101. The secret behind all successful super brands
 

Friday factory #8: Branding 101. The secret behind all successful super brands

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Some brands like Apple have a devout following wherein the devotees go as far as renaming themselves or getting a brand tattoo. How do some brands reach the level of structured religion while others ...

Some brands like Apple have a devout following wherein the devotees go as far as renaming themselves or getting a brand tattoo. How do some brands reach the level of structured religion while others languish as commodities? What is the secret behind these super brands? Cna brands like Nokia, Samsung, Sony Ericssson & Motorola replicate Apple's success?

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    Friday factory #8: Branding 101. The secret behind all successful super brands Friday factory #8: Branding 101. The secret behind all successful super brands Presentation Transcript

    • mobileYouth idea factory
      episode #8
      branding 101
      hosted by Freddie Benjamin
      FLICKR: ASLEEPONASUNBEAM
    • Josh Dhaliwal
    • Josh Dhaliwal
      FLICKR: MARCO PAKÖENINGRAT
    • Apple tattoos for the cult members
      FLICKR: TERRY JOHNSTON
    • Apple devotees go out of their way
      to show their devotion!
    • Graham Brown
    • branding mimics religion
      Graham Brown
    • the Church of Our Lady Apple
      Graham Brown
      FLICKR: MARC LEHMANN
    • the Church of Our Lady Apple
      they have their creation story
      Graham Brown
      FLICKR: MARC LEHMANN
    • the Church of Our Lady Apple
      they have their creation story
      they have a hero in the story
      Graham Brown
      FLICKR: MARC LEHMANN
    • Graham Brown
    • just like every religion has a story
      Graham Brown
      FLICKR: FERAS HARES
    • just like every religion has a story
      Apple has its own story for its believers
      Graham Brown
      FLICKR: FERAS HARES
    • owning an Apple product means
      aspiring to the levels of changemakers
    • people don’t buy the product
      FLICKR: MUBBLEGUM
    • people don’t buy the product
      they buy what it does for them
      FLICKR: MUBBLEGUM
    • Apple brand provides social currency
      FLICKR: MUBBLEGUM
    • Apple brand provides social currency
      Belonging + Significance
      FLICKR: MUBBLEGUM
    • what about brands without a story?
      FLICKR: ZEPHYRANCE
    • mobileYouth brand pyramid
      Customers purchase products & services
      Products & Services
      Apple products
    • mobileYouth brand pyramid
      Social spaces for fans to interact with each other
      Permission
      Asset
      Apple stores
      Customers purchase products & services
      Products & Services
      Apple products
    • mobileYouth brand pyramid
      Core DNA of brand and its manifestation
      Brand
      Beachhead
      Apple story
      Social spaces for fans to interact with each other
      Permission
      Asset
      Apple stores
      Customers purchase products & services
      Products & Services
      Apple products
    • mobileYouth customer pyramid
      Most receptive to brand’s marketing and communication
      Zealots
    • mobileYouth customer pyramid
      Most receptive to brand’s marketing and communication
      Zealots
      Transmit message through word-of-mouth marketing
      Fans
    • mobileYouth customer pyramid
      Most receptive to brand’s marketing and communication
      Zealots
      Transmit message through word-of-mouth marketing
      Fans
      Followers who are influenced by fans
      Customers
    • Graham Brown
      FLICKR: SONICWALKER
    • the extreme has influenced the core
      Graham Brown
      FLICKR: SONICWALKER
    • Apple zealots have grown in number
      Graham Brown
      FLICKR: SONICWALKER
    • growing market share, profit margins
      FLICKR: ILQUOQUO
    • growing market share, profit margins
      is all about growing & nurturing zealots
      FLICKR: ILQUOQUO
    • sign up to access more
      case studies, concepts, strategy, data
      http://www.mobileyouthreport.com